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Buyology Buyology Presentation Transcript

  • Gl                                                                                                                                  MAC
  • Agenda 30 mins Discussion and Feedback 30 mins Concepts from Six Sigma- Koushik 30 mins Radio Marketing:-  Angad Menon 30 mins Lessons from “Buyology”-Manjit
  • The Truth and lies about what we buy. - Buyology By Martin Lindstrom
    • Buyology describes the result of marketing guru Martin Lindstrom’s pioneering three year, $7 million dollar study.
    • Why buyology:-
    • 1) Half of advertising budget is wasted. Trouble is don’t know which half?—John Wanamaker
    • 2) What drives consumers to make the choices they do?
    • 3)What causes us to choose one brand over other?
    • 4)What are shoppers really thinking?
    • 5)Why in US every 8 out of 10 products fail and 9.7 out of 10 fails in Japan?
    • 4) Does advertising really influence our behavior?
    • Based on the largest neuromarketingstudy ever conducted, Buyology reveals how marketers and advertisers truly capture our attention, our loyalty, and our money.
  • Kick start
    • $7 million dollar study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world.
  • CHAPTER 1: A rush of blood to the head
  • Daimler Chrysler
  • Chapter 2: This Must Be the Place Brand Recall:- 1)1965 a typical customer has 34 percent brand recall.--------  1990 it has fallen to 8 percent --  2007 it is only 2.2%------------------ According to AC Neilson Study 2)Presence of tools like TiVo which can enable us to view serials and movies without advertisements .
    • In Short we don’t have any memory of brands that don’t play an integral part in the story line of program.
  • Chapter 3: I’ll Have What She’s Having
    • Why any one will buy this?
    > Concept of Mirror Neurons >Concept of Dopamine
  • Dopamine Mirror Neurons Brodmann area 10
  • Chapter 4 –I can’t see clearly now
    • Concept of Subliminal Advertising:-
  • BUREAUC RATS Nucleus Accumbens
  • Chapter 5 –Do you believe in magic?
    • Rituals,Superstition and Why we buy?
    • Number 13
    • Word “si”
    • 8/08/08 at 8:08:08PM
  • Chapter 6 –I say a little prayer
    • Faith,Religion and Brands
  • Irish Soil Holy Drinking Water
    • 60 percent of the products we buy in the supermarket we choose spontaneously, and that 80 percent of these we picked within just four seconds?
    • Choice between Dunlop,Bridgestone and Good Year.
    Chapter 7 –Why did I choose you? The Power of Somatic Markers
  • WTC
  • ISKLIDE and Coke
  • Chapter-8 A sense of wonder
    • Selling to our Senses
    • Today we are more visually over stimulated than ever before and studies show that more over stimulated we are the harder is to capture our attention .
    • 1)Coffee Shops
    • 2)Johnson and Johnson
    • 3)Nike
  • Chapter 9-And the Answer is……..
    • Neuromarketing and Predicting the future
    • 1)Traditional market research.
    • 2)Failure of Ford
    • 3)Failure of “Premier”
  • Chapter-10-Let’s spend the night together.
    • Sex in advertising
    • 1)Became Prominent with Calvein Klein (1980’s)- Can’t show Pics 
    • 2)Experiment of Sex and the City and Malcolm in the middle
    • 3)9.8%vs 20% for men and 10.85% vs 23% for Women
    • Conclusion:-“Sex doesn't sell anything other than itself”
  • Chapter 11-Conclusion
    • Brand New day
    • Buyology bears witness to an historic meeting between science and marketing .
    • Its is still in its infancy.
    • Christian dior,Unilever,Microsoft and many other companies have started using it